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Click 3x Helps Odor-Eaters Put Its Best Foot Forward
Click 3x has produced a new 4-spot commercial campaign for Odor-Eaters in which shoes speak out about the problem of smelly feet. The studio provided end-to-end production and post production services for the project, including live action and motion control film shoots, computer animation, editorial and compositing. Click 3x Peter Corbett directed the spots for the in-house creative team of Odor-Eaters parent, Combe, Inc.
Glass Slipper features a fairy tale encounter between footwear as a womans glass pump lectures a pair of leather boots about foot odor. ?You know what they say, prince, the slipper coos. ?The bigger the boot, the bigger the odor.
The glass slipper, the leather boots and the background fairy tale castle environment were produced as CG elements. Click 3x sent a video crew to the voice-over session to record the actresss lip movements so that they could be used in modeling the shoes flapping sole.
?Peter shot the spot in a way that we hadnt anticipated, said Bob Jaffe, executive producer and head of production for Combe Inc. ?He shot it with live shoes, then replaced them with the animated versions. Using live shoes proved to be helpful as it gave us a good feel for the scale and focal points; we could better tell how it was going to look when completed.
?Peter gave each shoe a distinct personality, Jaffe added. ?That added to the humor in a subtle way without distracting from the message.
Each of the other spots involves a mix of live action and computer-generated elements. In Stair Machine a pair of athletic shoes deride each others effort as they move up and down on an exercise machine. The narration promotes Odor-Eaters Zorbitex technology, which absorbs sweat and destroys odor on contact. In that instance, Corbett shot an actual Stair-Machine on a set, with the CG talking shoes added in post. For the spot Talking Shoes, Corbett shot an urban street scene (from a shoes eye view) to serve as the backdrop for two shoes who demand odor protection because ?life on the street stinks.
Penny Loafer was the most technically challenging spot in the package as the character in it was not the shoe, but rather the coin tucked into its tongue. The familiar profile of Abraham Lincoln wears a clothespin on his nose to guard against smell.
Clicks production team used a motion control rig to shoot a push in on an actual coin. The camera data was then applied to the CG shoe so that the coin could be put in place. CG technique was used to add the clothespin to Lincolns nose and make him squirm. Corbett, himself, served as the motion data model for the animators creating the image of the 14th president.
The product sequences that end each spot were also produced in CG. ?Computer animation is a more flexible alternative to traditional table-top photography for product, Corbett explained. ?With CG elements, you can change the label and more easily adjust lighting and color. The campaign also included a 10-second tag employing CG product and shoe imagery over a live action background.
Click 3X provides visual effects, computer animation and broadcast design services to the advertising and television industries. The studio is located at 16 West 22nd Street, New York, NY 10010. For more information, contact Phil McIntyre, Click 3X Partner and Head of National Sales and Marketing at (212) 627-1900, or visit www.click3X.com.
Title: Glass Slipper, Stair Machine, Talking Shoes, Penny Loafer, Zorbitex
Length: Four 15-second spots; one 10-second tag
Client: Combe Incorporated. (Odor-Eaters)
Agency: Combe Incorporated, White Plains, NY. (in-house). John Lerch, worldwide creative director; John Clapps, art director; Rich Middendorf, copywriter; Jim Healy, marketing director; Bob Jaffe, head of production/executive producer; Eileen Nieves, production coordinator.
Production Company: Click 3x, New York. Peter Corbett, director/director of photography.
Arf & Co., Hoboken, NJ. Mark Fitzmartin, executive producer; Mark Romanski, assistant director; Rob Mackler, production manager; Chris Stendardi, staff production manager.
Stage: Ceco Stages, New York.
Editing Company: Click 3x, New York. Rob Campbell, editor.
Music Company: Combe Incorporated, White Plains, NY. Rich Middendorf, John Clapps, composers.
Post Facility: Moving Images, New York. Milan, colorist.
(Spots finished at Click 3x, see Flame credit below.)
Visual EFX Company: Click 3X, New York. Jim Collins, CG animator/head of CG; Anthony Filipakis, Tom Hurlburt, Dan Barlow and Kristen Pedersen, CG animators; Toni DiMauro, Flame artist; Jason Mayo, executive producer; Todd McCammon, producer.
Audio Post House: Penny Lane Studios, New York. Bobby Sorrentino, mixer.
Sound Design Company: Penny Lane Studios, New York. Bobby Sorrentino, sound designer.
Related Keywords:Click 3x, Peter Corbett